BUILDING SUSTAINABLE BUSINESS PRACTICES: AN ANALYSIS OF ENTREPRENEURIAL STRATEGIES IN THE 21ST CENTURY

Abstract

This study aims to explore the impact of sustainable business practices on the success of small and medium-sized enterprises (SMEs) in Pakistan, focusing on how entrepreneurs adopt eco-friendly strategies while navigating financial constraints, consumer demand, and government incentives. The research investigates the challenges and motivations that drive SMEs to integrate sustainability into their business operations and examines the strategies used to overcome barriers to sustainability. Employing a qualitative research method, data is collected through interviews, case studies, and surveys across diverse sectors, including agriculture, textiles, and manufacturing industries. The findings highlight that businesses that successfully incorporate sustainable practices are better positioned to build consumer loyalty, improve their brand reputation, and enhance long-term profitability. Nevertheless, SMEs that fail to align their operations with sustainability expectations risk facing reputational damage and loss of market share.